MEDIA FACTS Broadcast TVCREATE A PROFILE QUICK FACTS - pick up to 5 The Nielsen Company predicts that in 2012, the number of U.S. television households will decline for the first time in 20 years, with penetration dropping from 98.9% in 2011 to 96.7% in 2012. The expected decline is attributed to the transition from analog to digital broadcasting, the economy, and the new video platforms available to consumers. By the late-2000s, television household usage had grown to an average of 57.1 hours per week, compared to 53.7 hours in the early-2000s and 49.5 hours in the early-1990s. The number of channels that the average American TV home receives jumped from 27.2 in 1990 to 135.0 in 2010, which includes offerings from networks, independents and cable. Research by Media Dynamics revealed that the typical adult watches an average of 16.1 of the available channels on a weekly basis, 31.5 in a month and 42.9 in a 13-week cycle. Across all dayparts, the combined ABC/CBS/NBC networks' share of total weekly set usage plummeted from 50% in 1980 to 14% in 2010. Media Dynamics research shows that the big three networks' once formidable grip on primetime viewing, which was 88% in 1980, fell to 32% in 2010. As late as 1990, ABC, CBS and NBC owned a 71.6% share of ad revenues. But with the growth of FOX, along with the CW network and cable networks, the traditional big three broadcast networks’ share of advertising sales dropped to 32.9% in 2010. According to the Television Bureau of Advertising, network TV revenue increased 5.7% in 2010 to $24.968 billion, while spot sales jumped 23.5% to $15.560 billion. Syndication revenues slipped 2.8% to $4.111 billion. Based on Television Bureau of Advertising figures, the top spot TV advertisers in 2010 (both local and national): 1. Political advertising; 2. Chrysler Group; 3. AT&T; 4. Ford Dealers Association; 5. Toyota Dealers Association; 6. Honda Motor Co.; 7. Verizon Communications; 8. Comcast; 9. General Mills; 10. General Motors Corp. According to the Television Bureau of Advertising, the leading spot advertising categories in 2010 (both local and national): 1. Automotive; 2. Communications/Telecommunications; 3. Restaurants; 4. Political; 5. Financial; 6. Car & Truck Dealers; 7. Furniture Stores; 8. Insurance; 9. Government & Organizations; 10. Schools, Colleges & Camps. Program genres accounting for the most hours of weekly TV set usage during the winter of 2010: 1. Newscasts; 2. Feature films; 3. Drama series (excluding daytime serials); 4. Children's programming; 5. Sports; 6. Sitcoms; 7. Talk/information programs; 8. Varieties; 9. Quiz/game shows; 10. Daytime serials. Based on 2011 research by The Nielsen Company, the heaviest users of traditional TV are adults 65+, followed by adults 50-64. Teens 12-17 watch the least amount of traditional TV. Local TV stations saw online revenues increase an average of 14%, from $1.2 billion in 2009 to $1.4 billion in 2010. Revenues for 2011 are estimated at $1.7 billion, and are expected to grow to $2.2 billion in 2012, according to Borrell Associates. The total number of commercial TV stations in the U.S., both VHF and UHF, totaled 1,393 in 2010, compared to 1,248 in 2000 and 1,092 in 1990. Share of network TV commercials in 2010, by length: 60 seconds, 8%; 30 seconds, 53%; 15 seconds, 35%; other, 4%. Share of spot TV commercials in 2010, by length: 60 seconds, 7%; 30 seconds, 72%; 15 seconds, 16%; other, 5%. Average weekly cume for network broadcast affiliates in the fourth quarter of 2010: CBS, 74.3%; NBC, 71.1%; ABC, 69.6%; Fox, 68.4%; CW, 39.6%. According to research by The Nielsen Company, adults ages 35-49 watched the most timeshifted TV per week during the fourth quarter of 2010. Based on a study by The Nielsen Company, TV commercials that air during drama/adventure shows generate the strongest brand recall. Reality shows follow, with relatively stronger brand recall than sitcoms. ADVANTAGES - pick up to 3 Mass Appeal Reach Vehicle Big Events Visual appeal Water-cooler appeal Credibility DISADVANTAGES - pick up to 3 Fragmentation Diminished Commercial Avoidance Commercial Clutter Escalating Costs Production Costs At-home Medium Lack of Recency Seasonal Demographics PLUS RADIO - pick up to 3 Personal Relevance: The Radio Ad Lab (RAL) study on Personal Connection, Personal Relevance shows consumers connect with Radio stations, saying their Radio station plays commercials personally relevant to them. The study shows consumers do not feel a connection with a television channel nor the commercials played on the channel. Efficient Schedules: According to the Trade Promotion Management Association, more than 75% of consumers recall TV ad images after hearing a Radio commercial with the same or similar audio. Quality Production: Quality Radio commercials can be produced for a fraction of the cost of a quality television commercial. Most Radio stations offer free creative and production for advertisers. Mobile Medium: Radio is listened to at home, work and in-car and reaches people closest to the time of purchase intent. Recency: Consumers are most influenced by advertising most recently exposed to before making a purchase. Radio is most often the medium used before making daily purchases. In Conjunction: Radio reaches 82% of adults who watch primetime TV and 81% of those who don't. Increase Brand Recall: The Radio Ad Lab (RAL) study on Synergy shows replacing one of two television commercials with two Radio commercials increases brand recall by 34%. 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